January 2013

Whether you self-publish or work with a publisher, it’s important to know how to create copy for your book cover that is compelling and will inspire and entice your reader to take action. There isn’t a lot of room on the back of a book, especially when you add publishing information such as an ISBN, an author bio, or testimonials from other authors, so the copy has to be tightly written without excess verbiage. I highly recommend you read or reread The Elements of Style, a short and brilliant book by Strunk and White, which shows on how to prevent yourself from using three words when one will do. If your book will be a hardcover original, you’ll have more space for text than if it’s a paperback original: You’ll actually have two panels that the reader accesses when opening the cover as well as the back of the jacket (sometimes called the back panel). However, most books today are paperback originals, and hardcovers often use the back of the book for an author photo and/or testimonials for the book or the author, so you might be stuck with just the two vertical panels for text.

Here are some tips for writing copy for book jackets or covers that will sell your book to readers:

—Research. Before you start to write, read ten book descriptions on the back of books that would appeal to your intended audience. Get a feel for the amount of detail and how the writer avoids spoilers in winding up the description and weaves in the themes. Look at the kinds of promises made in the copy. Can your book make similar promises?

—Sell it, baby. This is advertising copy, not editorial copy. Don’t go into too many details about plot or concepts. Use strong, compelling verbs and nouns. Some of the books I have on my desk use language such as “embark,” “initiate,” “embrace,” “address,” and “achieve.”

—Highlight your key ideas with a bullet point list. If yours is a work of nonfiction, think about using bullet points in your description. Start each bullet with strong words, whether verbs or nouns, pay attention to parallelism. If you have a list of nouns, be consistent and don’t mix a verb into your list: “practical solutions,” “advice on,” and “7 strategies” should not be mixed with a bullet point that starts with a verb, such as “Learn ways to…” If your bullet points are incomplete sentences, rewrite the others to make them all incomplete for consistency. Notice the parallelism in this article: I start every tip with a strong verb phrase in boldface, and use full sentences.

—Watch the hype. Don’t gush about your book or yourself to a degree that might turn off readers. The rule is “know your audience.” Maybe your followers will be excited by terms such as “earth-shattering” or “truly unique” but maybe you are better off with “groundbreaking” and “original” and “fresh approach.” Remember, too, that you can’t qualify “unique,” which means one of a kind. Nothing’s “very one of a kind” or “more one of a kind,” so don’t use “very unique” or “more unique.”

—Work your expertise into the description. Don’t just give your name and any degrees you have. You might write something like “Joe Smith, a lifelong spelunker and founder of CaveExplorers.com, the #1 spelunker’s site on the internet…”

—Grab ’em up front! Consider asking a question in the first line or setting up a very short example that will grab your reader’s attention instantly—or, make a starting statement. You want the reader to have an energetic response rather than a lukewarm one.

—Follow a “Wow! Okay… Wow!” structure. Structure your description by grabbing the reader, then explaining what’s in the book and who you are, and ending with oomph. Of course, you want your description to be engaging and energetic, too, as I’ve explained, but the energy of the reader naturally dips when you’re listing the facts about what’s in the book. Think about how a musical performance will start with an energetic song, include quieter ones in the middle, and end on an energetic note.

—Check your spelling and usage. Don’t rely on the eye, I like to say. Actually use spellchecker software, and if you really want to be picky, consult Merriam Webster’s Collegiate Dictionary 11th Edition (the standard dictionary in book publishing) to make sure you’ve styled every word correctly (groundbreaking not ground-breaking, for example). Be consistent throughout your text (for example, don’t mix “soundboard” and “sound board,” both of which are acceptable—choose one and stick with it). Don’t use terms people might not know unless you define them (for example, people often confuse “i.e.” and “e.g.” so it’s better to use “for example”). Have someone else who is good with grammar, spelling, and mechanics proofread your copy and look over it yourself several times to catch usage errors (such as “effect” for “affect,” which spellchecker software will overlook). Be as nitpicky as you can.

Good for you! I believe that the act of writing a book is in itself an important expression of creativity. You will learn more about yourself and your life by choosing to write a book. It’s a big undertaking but when you break the process down into pieces, it’s less daunting.

How to get started writing your book:

Conceptualize what you want to write a book about about. If you haven’t already done this, think about what YOU have to say that no one else can say. Have you had an incredible experience, or series of experiences, from which you gained insights that would benefit others? Are you an expert on something? Do you have a different way of approaching a topic or task that you would like to share with others? Do you have a novel in mind? Have you worked out the themes, character, and plot to the point where you’re ready to explore what unfolds as you begin to tell the story?

Conceptualize your hook or title. Imagine your elevator speech—you meet an old friend in an elevator and he or she asks what you’re up to. “Writing a book,” you say proudly. “Really? What’s it about?” is the reply. And you say… (Remember, the elevator doors will open in a matter of seconds. Announce your killer title, title/subtitle combination, or throw out a descriptive sentence that summarizes what your book is).

Imagine who your reader is. Is this person completely unfamiliar with you and your topic, or somewhat familiar? Where is this person in his or her life that your book looks like a must-read? What is this person expecting to get out of your book? It’s really important not to skip this step if you want your book read by more than just your closest friends and family members.

Analyze where your book fits in the market. Tens of thousands of books are published each year. Where does YOUR book fit in? Why would the reader want to buy your book and not another similar book? Do your research and look at what other books are already out there and similar to yours. In fact, search for your title (if you’ve thought of one) on the Internet and in online bookstores. Has someone been using that title or combination words already for a website or a book? Read my article on Comparative Books Lists. Even if you’re self-publishing and not writing a book proposal to get a book deal from a publisher, don’t skip this step of analyzing the comparable books. It will help you become clear on how to make your book stand out from all the others. It’s possible someone has written a similar book but even so, if you have a new spin or a unique voice, your book may be different enough that readers of the other book will want yours, too!

Start writing. Don’t judge yourself as you begin the process. Feel free to try out different voices and approaches. Play around with how you start the book—what would be an engaging way to draw the reader in? Let your creativity flow and silence your inner critic when you’re just beginning.